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From the Publisher“…would make an ideal gift for anyone interested inmarketing and the management of brands…” (Campaign,10th December 2004)
“…helps gain sight of what brands are really for ina business context…brings clarity, simplicity and brevity tothe subject...” (Brand Strategy, March 2005)
'Brands are moving to the centre of business. Top managementneed to understand how to manage the potential of brands and thisbook will help.'—Sir Niall FitzGerald, Chairman of Reuters (formerChairman of Unilever)
'I do not believe there is a successful company left in theworld that seriously questions the importance of brands but tomanage brands profitably means accepting their complexity. Forthose of us who continue to grapple with these complexities, thisbook offers welcome new insights and case-based guidance.'—SirMartin Sorrell, Chairman of WPP Group plc
'This book organises the best thinking on brands from around theworld. It helps readers understand the power of brands and guidesthem on how to make the case for brand investment.'—Professor JohnQuelch, Associate Dean of Harvard Business School
'Brands play a vital role in business by setting expectations,motivating employees, attracting talent, strengtheningrelationships, and by building emotional bonds with consumers. Asthis book demonstrates, everybody is in the business ofbrands.'—Shelly Lazarus, Chairman and Chief Executive, Ogilvy& Mather Worldwide"